The Social Observer

The Social Media Marketing Blog by SNHU Students

50 Shades of Small Business Brand Building in 5 Easy Steps

As an entrepreneur and employee, my favorite environment has always been the small business, the mom-and-pop shop if you will, because of the way I felt when I did business with them, but more important than that, I loved the back story of why they were in business.  Every small business has a story to tell that makes it unique and distinguishable from the Big Box stores, and you have a great story to tell, humanizing and personalizing the experience for those who have a need that you fill.  Always remember that the customer is the ultimate hero of your story.

I have found that blogging is one of the most economical and best ways to tell your story.  This can be done easily on WordPress, Facebook or even LinkedIn articles.  We are going to use a small business consulting company serving legal for our example here.  These steps apply to B2B or B2C stories and brand building.


Start with a story board, and chart out things about your brand, who buys from you, and where they hang out.  Take this example from a small marketing consulting company who serves the law firm as a client:

Brand Storyboard

Brand Storyboard


In this case, you want to educate on why you do what you do, your passion, humanize your service and business, and engage, and make sure your customer is the hero of your brand story.  “Why Some Marketers Miss the Mark When Working with Law Firms,” might be the title of your story if this were your small company.”  In this case of the consulting firm pointed to law firms, you’d talk about why an experienced background makes a difference in helping a law firm gain more corporate clients, and why the big companies can’t provide that kind of custom experience.  The story may be that as a former practitioner, you wanted to become a marketer to change the way marketing was done in the industry.  Build a connection to your buyer by making them feel that they have a relationship connection to you.  Create a call to action: what do you find missing in your marketing strategy? With a free trial to Canva, you can create your own graphic that looks sharp and professionally done.  This one only took a few minutes.


You’ve decided how to tell your story, and identified what you want to write about.  Be sure to organize it in a content calendar.

Content Calender

Content Calendar



The best friend of small business?  Reuse that content.  Take your blog and make it an eBook: “Top 5 ways to engage general counsel on social media.”  Turn that into a TED Talk.  Turn that into one-sheet “Top 5…” that becomes associated to your brand.  Expand that into a white paper that can be published.  Cross-promote these across various social media sites.


More than half of the buyer journey for any business is on social media.

Follow your content calendar and continue to look for social media sites where your target audience hangs out.

In the case of our small business consultant targeting lawyers, find out where lawyers hang out.  Lawyers may play golf, try golfing groups on LinkedIn, for example.

Measure your results and adjust your social media sites until your followers and analytics rise steadily.  Eliminate efforts that don’t lead to engagement.

Look for influencers and link back to their content.  Brian Solis is an influencer, we linked back to his content for the Conversation Prism for example.

Always include a call-to-action and way to create a community of conversation on your blogs. For this company, the call to action may be “What does your ideal marketing partner look like?”

Calling All Small Busineses!  America was built by you and don’t forget it!  Your Call to Action is to Storyboard your Brand and write a blog where your ideal customer is the hero!


#SmallBusinessBuiltAmerica #SmallBoxBigValue

Category: Advanced Tactics, Blogging, SEO